This document summarizes Virginia Western Community College's efforts to eliminate their printed course schedule and replace it with targeted direct mail and digital marketing. Market research found that their largest demographic was older adults who preferred direct mail communication. They developed an "Express Yourself" theme and used postcards, booklets, and web advertisements to promote registration. This new approach led to increased enrollment and was more cost-effective than printing 137,000 course schedules. They plan to continue their Express Yourself campaign using direct mail and digital channels like Facebook.
Op 14 mei heeft The Dutch Factory voor relaties van The Ambassador House een zeer bijzondere en fantastische voorstelling gegeven van Romeo & Juliet. De catering was in handen van Salt & Zucchero, Bas en Willie Oosterbaan. De gasten hebben genoten van een schouwspel van grote klasse. Speciaal dank aan The Dutch Factory en Joke de Laaf.
Lezing in opdracht van Stadspoort over kennis delen.
8 mei 2014 gemeente Noordwijkerhout
22 mei 2014 gemeente Beverwijk
4 juni 2014 gemeente Smallingerland
19 juni 2014 gemeente Moerdijk
This document summarizes new replication features in MySQL versions 5.1, 6.0, and 5.4. Key features include row-based replication in 5.1, ignoring servers in circular replication in 6.0/5.4, replication heartbeat and slave position synchronization in 6.0/5.4, automatic relay log recovery in 6.0/5.4, and semi-synchronous replication as a pluggable architecture in 6.0/5.4. Ongoing projects previewed include multi-threaded replication slaves and time-delayed replication.
Op 14 mei heeft The Dutch Factory voor relaties van The Ambassador House een zeer bijzondere en fantastische voorstelling gegeven van Romeo & Juliet. De catering was in handen van Salt & Zucchero, Bas en Willie Oosterbaan. De gasten hebben genoten van een schouwspel van grote klasse. Speciaal dank aan The Dutch Factory en Joke de Laaf.
Lezing in opdracht van Stadspoort over kennis delen.
8 mei 2014 gemeente Noordwijkerhout
22 mei 2014 gemeente Beverwijk
4 juni 2014 gemeente Smallingerland
19 juni 2014 gemeente Moerdijk
This document summarizes new replication features in MySQL versions 5.1, 6.0, and 5.4. Key features include row-based replication in 5.1, ignoring servers in circular replication in 6.0/5.4, replication heartbeat and slave position synchronization in 6.0/5.4, automatic relay log recovery in 6.0/5.4, and semi-synchronous replication as a pluggable architecture in 6.0/5.4. Ongoing projects previewed include multi-threaded replication slaves and time-delayed replication.
This document contains several quotes and sayings about the value of true friendship. It discusses how true friends are there for each other through all of life's ups and downs, stand by each other's side, and listen to what is both said and unsaid between friends. Friends help carry each other through challenges and are like family.
This document summarizes steps taken to refactor code for calculating and printing a customer's video rental charges. The initial code was not well structured, with the statement() method doing too much. Through a series of small refactoring steps like extracting methods and moving methods to appropriate classes, the code was improved. Key steps included decomposing statement() into logical chunks, moving the amount calculation to the Rental class, and eliminating unnecessary variables. The end goal was to make the code easier to understand and modify.
RCS Corporate provides business resilience services including contingency recruitment, global recruitment, managed services, and payroll solutions. It has experts in business continuity, disaster recovery, risk management, security, fraud, compliance, health and safety, and social responsibility. RCS finds candidates through their account manager network, databases of over 6,000 professionals, advertising, recruiting firms, and conferences. Case studies describe successful hires including a regional head of security for a Middle Eastern bank and a commander for a UK security firm.
1) A grocery store owner in Beit She'an, Israel had his store bombed by a Palestinian man in 2003, killing the owner and his father. The Cleveland Jewish Community Federation has partnered with Beit She'an as a "Sister City" and provided funding to help rebuild the store.
2) The partnership between Cleveland and Beit She'an aims to strengthen the regional economy and connect its diverse communities through student exchanges, staff visits, and economic development programs.
3) Due to Cleveland's annual donations and economic involvement, Beit She'an has experienced 10% annual commercial growth and Cleveland's presence is very noticeable to local English speakers. The partnership has helped transition Beit She'
The document summarizes Microsoft's Visual Studio Team System (VSTS) and Visual Studio 2010 products. It discusses key features like integrated development tools, source code management, work item tracking, build automation, testing capabilities, and support for different development processes. VSTS aims to improve team productivity and collaboration through an integrated platform for the entire development lifecycle. Visual Studio 2010 offers various editions that provide features for coding, testing, modeling, database development, and other tasks.
Last year's student recruitment efforts resulted in a record 900+ student applications, exceeding both national and site records. This success was due to consistent, clear messaging that Genesys Works offers "more than a job," an efficient online form to capture student interest, and a comprehensive plan that guided interested students through the entire application process. Building on this success, this year's recruitment plan aims to generate 950 applications and enroll 350 students by refining last year's strategies and maintaining personal outreach to students and their families throughout the application cycle.
California Small School District Association | Jan-Feb Newsletter featuring S...Swun Math
Swun Math's Program Director Carrie Mitchell wrote an excellent piece on the importance of teacher development within schools, especially with the rapidly changing common core standards in math, specifically.
Check out slide 15 to read Carrie's thoughts on teacher development and how California schools can equip their teachers with the proper tools to help their students succeed!
This document outlines a public relations campaign plan for St. Bede Academy developed by WorldEdge. The plan includes situational analysis and research on alumni engagement. The objectives are to increase communication with international alumni, social media engagement, and networking opportunities. Tactics include a pen pal program, virtual homecoming, career day event, and coffee shop meetups. The plan will be evaluated through surveys and social media analytics to measure engagement increases by May 2017. The overall goal is to strengthen connections between St. Bede Academy and its alumni community.
This document contains a campaign plan for St. Bede Academy to increase engagement with alumni from 2016-2017. It includes research conducted, objectives to increase communication with international alumni by 30% and social media engagement by 100%. The plan highlights include a career day with alumni, a coffee shop reconnect event, virtual homecoming, and an international alumni pen-pal program. The budget of $10,000 will be spent on social media, media relations, and events over three years to effectively reach alumni and measure the campaign's success in increasing engagement.
The document discusses alternative story formats (ASFs) which are tools that engage readers through timelines, checklists, graphics, and other non-standard narratives. ASFs work well for fact-laden stories and can provide information at a glance. The document provides examples of different ASFs including breakout boxes, Q&As, profiles, and follow-up formats. It advises planning ASFs by creating a library of potential formats to use for different events and coverage.
The document discusses Butler University's use of vodcasts to promote their business program. They created a series of 12 videos showing the experiences of two freshman students. The videos covered topics like move-in day, classes, extracurricular activities, and internships. The videos were released weekly and promoted through email to prospects. While applications to the university increased, applications to the business program remained flat. They plan to continue the videos but improve tracking of their effectiveness.
This document contains several quotes and sayings about the value of true friendship. It discusses how true friends are there for each other through all of life's ups and downs, stand by each other's side, and listen to what is both said and unsaid between friends. Friends help carry each other through challenges and are like family.
This document summarizes steps taken to refactor code for calculating and printing a customer's video rental charges. The initial code was not well structured, with the statement() method doing too much. Through a series of small refactoring steps like extracting methods and moving methods to appropriate classes, the code was improved. Key steps included decomposing statement() into logical chunks, moving the amount calculation to the Rental class, and eliminating unnecessary variables. The end goal was to make the code easier to understand and modify.
RCS Corporate provides business resilience services including contingency recruitment, global recruitment, managed services, and payroll solutions. It has experts in business continuity, disaster recovery, risk management, security, fraud, compliance, health and safety, and social responsibility. RCS finds candidates through their account manager network, databases of over 6,000 professionals, advertising, recruiting firms, and conferences. Case studies describe successful hires including a regional head of security for a Middle Eastern bank and a commander for a UK security firm.
1) A grocery store owner in Beit She'an, Israel had his store bombed by a Palestinian man in 2003, killing the owner and his father. The Cleveland Jewish Community Federation has partnered with Beit She'an as a "Sister City" and provided funding to help rebuild the store.
2) The partnership between Cleveland and Beit She'an aims to strengthen the regional economy and connect its diverse communities through student exchanges, staff visits, and economic development programs.
3) Due to Cleveland's annual donations and economic involvement, Beit She'an has experienced 10% annual commercial growth and Cleveland's presence is very noticeable to local English speakers. The partnership has helped transition Beit She'
The document summarizes Microsoft's Visual Studio Team System (VSTS) and Visual Studio 2010 products. It discusses key features like integrated development tools, source code management, work item tracking, build automation, testing capabilities, and support for different development processes. VSTS aims to improve team productivity and collaboration through an integrated platform for the entire development lifecycle. Visual Studio 2010 offers various editions that provide features for coding, testing, modeling, database development, and other tasks.
Last year's student recruitment efforts resulted in a record 900+ student applications, exceeding both national and site records. This success was due to consistent, clear messaging that Genesys Works offers "more than a job," an efficient online form to capture student interest, and a comprehensive plan that guided interested students through the entire application process. Building on this success, this year's recruitment plan aims to generate 950 applications and enroll 350 students by refining last year's strategies and maintaining personal outreach to students and their families throughout the application cycle.
California Small School District Association | Jan-Feb Newsletter featuring S...Swun Math
Swun Math's Program Director Carrie Mitchell wrote an excellent piece on the importance of teacher development within schools, especially with the rapidly changing common core standards in math, specifically.
Check out slide 15 to read Carrie's thoughts on teacher development and how California schools can equip their teachers with the proper tools to help their students succeed!
This document outlines a public relations campaign plan for St. Bede Academy developed by WorldEdge. The plan includes situational analysis and research on alumni engagement. The objectives are to increase communication with international alumni, social media engagement, and networking opportunities. Tactics include a pen pal program, virtual homecoming, career day event, and coffee shop meetups. The plan will be evaluated through surveys and social media analytics to measure engagement increases by May 2017. The overall goal is to strengthen connections between St. Bede Academy and its alumni community.
This document contains a campaign plan for St. Bede Academy to increase engagement with alumni from 2016-2017. It includes research conducted, objectives to increase communication with international alumni by 30% and social media engagement by 100%. The plan highlights include a career day with alumni, a coffee shop reconnect event, virtual homecoming, and an international alumni pen-pal program. The budget of $10,000 will be spent on social media, media relations, and events over three years to effectively reach alumni and measure the campaign's success in increasing engagement.
The document discusses alternative story formats (ASFs) which are tools that engage readers through timelines, checklists, graphics, and other non-standard narratives. ASFs work well for fact-laden stories and can provide information at a glance. The document provides examples of different ASFs including breakout boxes, Q&As, profiles, and follow-up formats. It advises planning ASFs by creating a library of potential formats to use for different events and coverage.
The document discusses Butler University's use of vodcasts to promote their business program. They created a series of 12 videos showing the experiences of two freshman students. The videos covered topics like move-in day, classes, extracurricular activities, and internships. The videos were released weekly and promoted through email to prospects. While applications to the university increased, applications to the business program remained flat. They plan to continue the videos but improve tracking of their effectiveness.
Creating senior focused direct mail that worksTom Mann
The document summarizes the findings of a two-year research study into what direct mail approaches are most effective for marketing to senior citizens. Some key findings include: (1) Less complex, straightforward direct mail pieces tend to generate more responses than more elaborate designs. (2) The word "retirement" may turn off younger, active seniors who are not ready to identify as retired. (3) Targeting direct mail lists more precisely based on existing residents' profiles can increase response rates. (4) Promoting fun, social events is more effective than focusing on weightier topics like finances. (3) Email marketing alone often does not generate immediate responses from seniors.
1. The document outlines 7 steps to creating an effective direct mail campaign based on a case study of a campaign done by the University of British Columbia (UBC) Development and Alumni Engagement department. The 7 steps are: having a clear objective, cleaning the mailing list, segmenting and profiling recipients, crafting relevant copy, using engaging design and imagery, considering the physical design elements, and testing and repeating campaigns.
2. By following these steps, the UBC campaign was able to personalize its message and creative for different alumni segments. It achieved a 19% response rate, exceeding its 15% goal.
3. Creating highly personalized direct mail through segmentation, variable copy and images, and attention to physical
Fulton Student Organizations (FSOs) make a huge positive impact on the Fulton community. As a result, the Dean’s Office offers FSOs the opportunity to apply for Dean’s Funding at the beginning of the Fall and Spring semesters for up to $2000 in funding per semester. Funded organizations will work closely with the Fulton Student Engagement team. Learn the in's and out's of applying here.
Txt 4 Success: Utilizing personalized text messages to promote college access...Jessica Vodden
WV has launched a new service to help students prepare for and succeed in college — college counseling by text message. The pilot project, funded by the Kresge Foundation, “nudges” students to complete key college tasks, such as completing the FAFSA or connecting with academic advisors. The system also increases students’ access to college-planning help by allowing them to text college counselors. This presentation provides an overview of WV’s model and outline strategies for implementation.
This document provides information and guidance to seniors at Minarets High School about planning for life after graduation. It discusses the senior legacy experience project, the application process for colleges and universities, financial aid, and important deadlines. The senior legacy experience is a culminating project that students work on throughout their senior year to demonstrate their skills, talents, and passion. It also outlines the four step application process for California community colleges and provides testing dates and workshops for the SAT, ACT, and college applications. Important financial aid and scholarship information is also included.
Salsa Democracy in Action User Conference 2008WO Strategies
The document discusses strategies for online fundraising and list building, including optimizing websites and donation pages, running email campaigns, and doing online marketing through search engines, social media, and press releases. It also provides a case study of an art program that faced being displaced and used online organizing and fundraising to appeal to their city council and find a new home. Proper segmentation, testing, and analysis of results are emphasized as important for fundraising success.
1. The document discusses using text messaging to support underrepresented college students and reduce summer melt rates. Pilot programs found that texting increased college enrollment rates by 7.1 percentage points.
2. It describes examples of text message conversations between advisors and students to provide information and address issues like financial aid, academic support, and summer jobs.
3. The Academy of the Pacific Rim also implemented a texting pilot with alumni to provide support related to events, financial aid, careers, academics, and self-care.
Here are the key points covered in the emails:
- Email 1 focused on degree planning, paying for a degree, and connecting with an enrollment counselor.
- Email 2 focused on connecting with an enrollment counselor to ensure Capella is the right fit and discuss programs of interest.
- Email 3 focused on Capella's flexibility for non-traditional learners, financial assistance options, and reiterated connecting with an enrollment counselor.
The emails emphasized connecting with an enrollment counselor to discuss goals, programs of interest, and determine if Capella is the right fit. They also covered flexibility, financial assistance options, and degree planning. The goal appears to be moving the prospective student further along the recruitment funnel by
This is presentation of an advertising campaign idea put together by a team, myself included. The goal of the campaign was to generate 2,000 incremental accounts.
What Are Some Good Compare And Contrast Essay Topics.pdfStephanie Green
127 Compare and Contrast Essay Topics | HandMadeWriting.com Blog. Strong Compare and Contrast Essay Examples. Essential Points of Compare and Contrast Essay. ⭐ Good compare contrast topics. 200+ Best Compare And Contrast Essay .... How to Start a Compare and Contrast Essay?. 101 Compare and Contrast Essay Topics | Examples for Students. Compare and Contrast essay outline | Compare and contrast, Essay, Essay .... How to Write a Compare and Contrast Essay Outline Point-By-Point With .... Writing a Compare/Contrast Essay:. 005 Essay Example Comparison Examples And Contrast Essays Ideas Maus .... What are some good compare and contrast essay topics. Compare and .... Surprising Comparison Contrast Essay Examples ~ Thatsnotus. 018 Comparison Contrast Essay Topics Quiz Worksheet Compare Essays .... Compare and Contrast Essay Topics for College Students | Essay topics .... A Compare And Contrast Essay – Telegraph. A-Z Guide for Writing a Compare and Contrast Essay. PPT - Compare and Contrast Essay Topics PowerPoint Presentation - ID .... Compare And Contrast Essay Examples (+FAQ) | Pro Essay Help. Compare and contrast essay topics. How to Write a Compare and Contrast Essay | Literacy Ideas. 014 Essay Example Compare Contrast Essays ~ Thatsnotus. Compare contrast essay ideas. 013 Comparison Contrast Essay Topics Example ~ Thatsnotus. compare and contrast essay | Nature | Free 30-day Trial | Scribd. awesome How to Write a Compare and Contrast Essay? -- Topics, Examples ....
What Are Some Good Compare And Contrast Essay Topics.pdfSarah Camacho
127 Compare and Contrast Essay Topics | HandMadeWriting.com Blog. Strong Compare and Contrast Essay Examples. Essential Points of Compare and Contrast Essay. ⭐ Good compare contrast topics. 200+ Best Compare And Contrast Essay .... How to Start a Compare and Contrast Essay?. 101 Compare and Contrast Essay Topics | Examples for Students. Compare and Contrast essay outline | Compare and contrast, Essay, Essay .... How to Write a Compare and Contrast Essay Outline Point-By-Point With .... Writing a Compare/Contrast Essay:. 005 Essay Example Comparison Examples And Contrast Essays Ideas Maus .... What are some good compare and contrast essay topics. Compare and .... Surprising Comparison Contrast Essay Examples ~ Thatsnotus. 018 Comparison Contrast Essay Topics Quiz Worksheet Compare Essays .... Compare and Contrast Essay Topics for College Students | Essay topics .... A Compare And Contrast Essay – Telegraph. A-Z Guide for Writing a Compare and Contrast Essay. PPT - Compare and Contrast Essay Topics PowerPoint Presentation - ID .... Compare And Contrast Essay Examples (+FAQ) | Pro Essay Help. Compare and contrast essay topics. How to Write a Compare and Contrast Essay | Literacy Ideas. 014 Essay Example Compare Contrast Essays ~ Thatsnotus. Compare contrast essay ideas. 013 Comparison Contrast Essay Topics Example ~ Thatsnotus. compare and contrast essay | Nature | Free 30-day Trial | Scribd. awesome How to Write a Compare and Contrast Essay? -- Topics, Examples ....
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Thinking of getting a dog? Be aware that breeds like Pit Bulls, Rottweilers, and German Shepherds can be loyal and dangerous. Proper training and socialization are crucial to preventing aggressive behaviors. Ensure safety by understanding their needs and always supervising interactions. Stay safe, and enjoy your furry friends!
A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
it describes the bony anatomy including the femoral head , acetabulum, labrum . also discusses the capsule , ligaments . muscle that act on the hip joint and the range of motion are outlined. factors affecting hip joint stability and weight transmission through the joint are summarized.
This presentation was provided by Steph Pollock of The American Psychological Association’s Journals Program, and Damita Snow, of The American Society of Civil Engineers (ASCE), for the initial session of NISO's 2024 Training Series "DEIA in the Scholarly Landscape." Session One: 'Setting Expectations: a DEIA Primer,' was held June 6, 2024.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Assessment and Planning in Educational technology.pptxKavitha Krishnan
In an education system, it is understood that assessment is only for the students, but on the other hand, the Assessment of teachers is also an important aspect of the education system that ensures teachers are providing high-quality instruction to students. The assessment process can be used to provide feedback and support for professional development, to inform decisions about teacher retention or promotion, or to evaluate teacher effectiveness for accountability purposes.
The simplified electron and muon model, Oscillating Spacetime: The Foundation...RitikBhardwaj56
Discover the Simplified Electron and Muon Model: A New Wave-Based Approach to Understanding Particles delves into a groundbreaking theory that presents electrons and muons as rotating soliton waves within oscillating spacetime. Geared towards students, researchers, and science buffs, this book breaks down complex ideas into simple explanations. It covers topics such as electron waves, temporal dynamics, and the implications of this model on particle physics. With clear illustrations and easy-to-follow explanations, readers will gain a new outlook on the universe's fundamental nature.
25. Web advertisement Leaderboard advertisement on Roanoke.com, the online version of The Roanoke Times , promoting fall registration and driving viewers to our web for course listings.
35. Enrollment Comparison-Fall ’06-Fall ’07 First fall semester without a printed schedule. As of October 22, 2007, the college’s Fall FTES were 2.6% above Fall 2006. Through October 22, 2007
36. Enrollment Comparison Fall ’07-Fall ’08 FTES Second fall semester without a printed schedule. Through September 9, 2008 As of September 9, 2008, the college’s Fall FTES were 7.4% above Fall 2007.
READ SLIDES. At this time, we were in the beginning stages of introducing a new branding initiative since part of the feedback we received from a market research study revealed that our community did not have a strong recognition about the college and what we offered, even though the college had been advertising for the last few years. As a side note, Virginia Western, prior to 2001 rarely advertised, if at all.
The departments on campus were very concerned…Admissions, Counseling, Administrative Staff, Faculty, Office of Communications. Admissions staff said they were interacting with students who did not have a computer, and even if they did, it was dial-up, not high speed Internet access. They estimated about 30% of the potential students they saw were in this situation. However, we had a safety net during this time period as we had hired Sandra Golden Associates to do a community perception study.
As part of the study, the Goldens conducted 14 focus groups including the President’s Cabinet, Student Services staff, Faculty, Students, Institutional Advancement. Additionally, the Goldens interviewed high school college counselors, and high school students. The feedback we received is that people were getting their college information through the schedule. With the exception of administration, no one was in favor of eliminating the printed schedule. READ the slides… What did they find? This statistic recently came across my desk, and it is that 61% of consumers prefer direct-mail over any other form of promotional contact (e-mail, telemarketing, etc.) The dilemma we faced was: If our awareness needed improving, how could we eliminate a valuable tool that appeared to be very useful for employees and potential college students?
After hearing the news, we tried to speak with administrators to change their minds, especially as part of the data we had was supported by Sandra Golden’s focus group results. We proposed producing the schedule one more semester, especially since it was fall, our biggest enrollment opportunity, then utilizing a phase-out approach to eliminating the schedule. The directive was still that we were eliminating the schedule. So, I asked Sandy for the names and numbers of colleges she worked with who had eliminated the schedule. She suggested two. One responded to my request. It was the Community College of Baltimore County. They began to eliminate their course schedule in phases starting with the summer of 2002.
Some market data they had revealed that an area they were mailing to was not coming to their college. So they started eliminating there. Then, they began scaling back the mailings from that point. To still communicate with these residents, they mailed instead a fold-out recruitment brochure promoting the upcoming semester, registration options and offerings. They had also stopped mailing schedules to their currently enrolled students. They received post cards instead. This is a big community college and even though Virginia Western is no way near their size, this feedback was valuable. Additionally, in their schedule, they had a creative ad, which I have with me, if you’d like to see it.
These next two slides outline what they did. I chose to include this data so you would have an outline of how they handled their situation. PAUSE a moment for people to read…
In recalling a conversation I had with one of their marketing department staff, one of the things she said was that the elimination of the schedule did not affect their enrollment negatively at all. I have not been able to contact the marketing rep to see how they are doing today, but again, I’m sharing this information as an example of how another college eliminated their schedule.
The rumor mill was running rampant. Finally a meeting was called to clarify that although there was not going to be a mass distribution of our printed schedules (we printed 140,000 books), there was going to be a small number of schedules that would be printed by our printing services department and available on campus to those who would like to pick it up or have it mailed to them. (I believe we printed 500 books) We also agreed to publish a phone number where a good majority of the time, when someone called, they would get a person versus a machine. We utilized our student ambassadors to help fulfill the mailing of the schedules and to answer the calls. (We logged 75 people who called to request a book be mailed to them.) We also changed our website and introduced a way for students to see if/when a class was close to becoming full. We made viewing our courses online more user friendly.
Here’s how we did it…
Initially we implemented a marketing strategy, which I used at another position I held with another company. The good part about what we needed to accomplish was the time. The registration period was limited and in a scenario like that, you get your message out quickly, consistently and regularly. So we decided to use direct mail – again based on the market research data results-- and send a postcard first to our service region. This is postcard #1. It went out late June to arrive in early July as fall registration began mid-July.
Next, we sent a 16-page combination marketing/information booklet, which arrived the week of registration. This arrived the same time that folks normally would have received our course listings. To develop content for this booklet, we met with our deans to determine what should be included in the booklet. Marketing received only two pages, the rest, in our opinion was dry copy, but it was an effort we were all making to try to keep this transition smooth.
Coinciding with direct mail was this ad, which appeared in our main Roanoke newspaper three times throughout the registration process. We received great placement and it also helped to diversify the way in which we were getting our message to our community. The timing for this ad was also during the weekend folks would have normally received our schedule in the newspaper. Additionally, we placed ads in our community newspapers frequently to be in the forefront of people’s minds. Plus, we utilized Internet advertising with our local media partners.
We followed up our direct mail strategy with this final piece, a reminder postcard, about two weeks before the end of enrollment for fall courses. The time frame here is this was mailed in early August to arrive in mid-August. The message was upbeat, short and touted the benefits of going to our website to register for classes. Again, we let people know they could call to have a schedule mailed to them. Also know that even though we are showing you our print materials, we also produced three commercials using the Express Yourself theme. The commercials played randomly as part of the purchased air time. The commercials were not sexy by any means, but the intention behind them was not to dazzle our community. It was to inform them of options available to them at Virginia Western and to bring our college to their top of mind awareness.
As I mentioned earlier, in addition to this major change with the schedule, we were planning to launch a new marketing campaign. The no schedule situation expedited our efforts to implement the campaign sooner. Virginia Western now uses Express Yourself. We believe the message, timing of the mailings and look of the piece contributed to the success of our enrollment, despite eliminating the schedule. And, as you saw, our message was Express Change. These two words said everything we needed it to say, plus taking it one level deeper, most people who are dissatisfied with their current job situation are looking for a change. Also, one nugget of information the Goldens shared with us is that to be recognized and recalled, it was best not to vary your look every time, every semester or every year. During her focus groups Sandy asked the high school students and guidance counselors about Express Yourself, and they liked it. For us, the reason we chose it was that the theme aimed at what researchers label the millennial or “me” generation. Also, we felt that regardless of labels, a basic human quality is self expression and that’s what education through our college allows people to achieve. The Goldens also reminded us about using out top 10 reasons and with our quest to get more students to register online, we needed to tout the benefits of online registration.
Additionally, we chose Express Yourself because it hit the mark by allowing for flexibility of messaging, visual flexibility and showcasing the college creatively.
It also allowed for a great tag line with a memorable message, some of which you see here. Also, the Express Yourself logo you see at the bottom right is the next iteration of the theme, which now has “career, transfer, enrichment” as part of the campaign.
In addition to all of this, Sandy also stressed the importance of using Testimonials Creating a family look and many other ideas, some of which are relevant to marketing and many of which are relevant to other departments of a college including student services, retention, recruitment, research and curriculum delivery.
I will now turn the presentation over to Debbie, who will carry you through her process for integrating the visuals.
The college’s course schedule booklet consisted of 48 pages for fall and spring semesters and 32 pages for summer semester. It was printed on a lower grade paper with no varnishes. It was four-color on eight of the pages only. These booklets were distributed by our local newspaper, the Roanoke Times. Subscribers received the booklet in their Saturday newspaper. Nonsubscribers received the booklet in their mailboxes.
The college’s new semester booklet consists of 16 pages for each of the three semesters. It is printed on a better grade gloss paper with varnish. It is four-color throughout. These booklets were distributed by US postal service to all postal customers’ mailboxes. We kept a family look by using a consistent color palette, images of our students, consistent use of “Express Yourself” tagline and message, and font styles.
To maintain the consistent look, the image of the student was also used on one of the postcard mailers. We were promoting the college’s online schedule. You’ll learn more about that later in our presentation.
The college’s web schedule pages were redesigned to be more user-friendly. It shows current and maximum enrollment for each course. This gives students a push to register if the course is close to becoming full. Also it is important to note that the web schedule gets updated regularly so the information stays current. With a printed document, some of the information would be incorrect by the time it left the printing company.
This is an example of Fall semester’s first postcard.
Fall semester’s second postcard.
Spring semester’s first postcard.
Spring semester’s second postcard. We did not produce a postcard for summer semester.
As Maggie mentioned earlier, the college’s tag line went through a second iteration. The semester booklet has evolved as well. After one year of booklets, our president wanted a new look. He wanted to see something that had a certain flow. He’d seen other college’s work that included illustrations as part of the graphic look. Our desire to make it more of a marketing piece was also reinforced by his directive. The example you see is phase two. In keeping with the established look and feel, we remain true to the color palette, tag line and font styles.
The newest iteration has more of a magazine-type look.
I’ll turn the presentation over to Maggie, and she will tell you how it went.
The result? SUCCESS. READ THE SLIDE WITH THE RESULTS. Also, we ended up overall with about a 3% increase in enrollment for fall 2007. Now, that might not knock your socks off, but remember, we were facing declining enrollment, and our enrollment for the semesters following have been increasing to the point where we had record enrollment in fall 2008.
The elimination of the printed course listings did not seem to have a detrimental effect on enrollment, as you can see by some of our data. We feel that by repeating the “no printed course schedule” message in all our forms of media made the transition successful.
For 2008, as you can see we are at approximately an 8-percent increase over last year’s figures.
READ SLIDES
READ SLIDES
READ SLIDES. When you add up the costs for the two postcards, plus the booklet, the cost is roughly $60,400, BUT, we were able to achieve three direct mailings and keep our name in front of the citizens in our service region, which is good marketing.