LAUNCH OF AN

INTEGRATED INSTITUTIONAL BRAND• Cohesive messaging, clear positioning in the market

• Operational plan implementation starts October 1

• Sustained plan to drive UG/GR enrollment

PSU Enrollment Goals

Attract 1,300 new UG students annually 960 First Year 275 Transfer 65 Re-admits

Attract students with an average HS GPA of 3.0

Increase graduate enrollment from 800 to 1,100 over the next several years (160 from DPT and PA programs; 140 from existing programs)

Why Integrated Marketing Communications (IMC)? Why Now? Identify through research the unique

attributes of the PSU brand Integrate University Marketing

Communications into one, consistent message of the brand attributes—all the time, every time

Use the brand to differentiate PSU for prospective student recruitment Bonus: differentiation will also help recruit and

engage alumni, donors, faculty, and staff

Why IMC and Why Now? (cont.)

Achieve economies of scale—one message is less costly, more efficient, far more effective

Integrate the University Advancement division to focus staff on one mission—advancing the university—and prioritize projects

Create competitive advantage that boosts applications and inquiries that drive enrollment

Integrated Marketing Communications Brand Research Drives Creative

PSU Strategic Plan: Focus 2020 SimpsonScarborough Report Marketing and Communications StratOps Student Focus Groups One-on-One Leadership Meetings Faculty Day Storyboard Process Personal Experience Noel-Levitz CEO Visit

Brand Attributes

ACADEMICSRange of strong academic

programsUG and GR, F2F, and Online

Talented facultyPersonalized attention, small class size

Engaged studentsResearch opportunities; instruction

outside of the classroom; hands-on, minds-on

Successful alumniGenerous donors

Brand Attributes

COMMUNITYCaring, tight-knit campusEngaged learning community

Highlight close, frequent interactions among faculty and students

Beautiful locationExcellent recreational optionsNew multi-use facilitiesPartnerships with the region

Target Demographics

Undergraduate: 15- to 17-year-oldsIn-State and Out-of-State Geo DMA (Designated Market Area)

Albany-Schenectady-Troy, NY

Hartford-New Haven, CT

Providence-New Bedford, RI

Graduate: 25- to 45-year-oldsIn-state focus. Online advertising with New England reach.

Creative Concept Development

Based on research Focused on differentiation Represents the entire brand—no

silos Undergraduate and graduate

students, alumni, donors, faculty, staff, employers, regional partners

Creative Concept Development

Testimonials of students and alumni that depict their transformative experiences“I lived in my car with my family for a while. PSU changed me forever.”

“My professor paid to have my car towed in the snow; he really cared about me.”

“I do the happy dance in my car as I drive by exit 25.”

“I was kind of a ski bum, but my professor helped me figure out what I could be.”

UG Microsite in Development: Launch October 1

Microsite

Online Advertising

Online Advertising

Bus Wrap Conceptual Design—enhance tour experience, use Varsity Sports bus as moving billboard

Graduate Microsite

Graduate Advertising

Experience Education: working adult shares testimonial about how PSU fits her life and helped her earn a promotion

Inquiry Generation Sources Student-initiated (web data

capture, phone, campus visit, in-bound e-mail, SAT/ACT scores, transcripts)

Referral-initiated (current students, faculty/staff, alumni, high school counselors, current parents)

Travel-Initiated (high school visits, college fairs, employer visits, career fairs)

Solicited (student search, paid online advertising, search engine optimization, CC lists, College Week Live, prospect loads)

IMC Primary Channels

Scope: advertising, PSU website and social media, publications (recruitment materials, Plymouth magazine), mobile apps, media relations, public relations (speeches, events), promotions, signage, etc.

IMC activities led by Advancement Social media. Aggressively expand

social media use on campus: marketing communications, faculty, staff, and student interns. Goal: 3x/week.

IMC Primary Channels Website. Revise select prospective student

landing pages in advance of October 1 launch; understand critical need for site-wide update and flexibility. Homepage hero images updated weekly.

plymouth.edu/admissions plymouth.edu/admissions/afford plymouth.edu/academics plymouth.edu/life

Media Relations. Weekly media relations goal to seek out news from campus community; university and athletics media relations share and build content (Move-in Day photos example).

Marketing Materials. IMC content and graphics to support campaign in publications, promotional materials, etc. Templates created for campus use.

IMC Primary Channels

Paid advertisements. Launch October 2014 Advertising sustained in FY15, FY16 and

future FY15 buy:

Television

Pandora/Spotify (radio)

Direct marketing

Web ads (display, retargeting, search, video)

Twitter (UG) and LinkedIn (GR)

Microsites (UG and GR)

Naviance (UG search specific site)

Bus wraps (Varsity Sports bus, PSU shuttles)

IMC Primary Channels

Social Media Advertising.

Twitter: Editorial calendar of UG tweets highlight key messages of Academics, Culture, Athletics, Local Buzz

10/6 Interested in getting a degree in education? Get everything you need to get started (URL) #plymouthstate

10/13 Congratulations (student) @PlymouthState on (xyz). View more of (his/her) story. (URL) (Picture)

10/20 The countdown begins! The Plymouth State Men’s Hockey season begins in 11 days. Are you ready? #pantherpride #plymouthstate #hockey (URL) (Picture)

LinkedIn: A planned series of GR posts (general and others targeted on MBA and MEd programs)

Metrics of Success

Track increase in prospective student inquiries: page view, completion (Google Analytics, CRM)

Track increase in prospective student request for tours: page view, completion

Track increase in prospective student applications: page view, completion

Track increase in prospective student on-campus tours

UG Strategies Now at Work Territory management Student contact team (7X3X3 = 250-315

contacts per week or 2,500-3,150 per semester)

Reduced application processing time (from 5-7 to 2-3)

Revised campus visit/tour program Financial aid increases $1.2 million marketing spend Student search, 36K seniors Test score optional Improved prospect management 11 open houses/events New transfer application

UG New Plans for FY15 Create admissions microsite Shift a portion of proposed marketing

spend to increase direct marketing activities for Soph/JR/SR search

Utilize NRCCUA and PSAT data to identify psychographics (non-academic interests, see next slide)

Utilize multiple channels (direct mail, e-mail, tele-search) versus just e-mail

Deploy an enhanced senior search in fall 2014 to impact 2015

Top Non-academic Interests of HS Grads Nationally

Grad Marketing Conceptual Design Microsite under development, launch to support

start of winter term (prior to December 1)

Advertising campaign funded in FY15, in construction for launch (prior to December 1)

GR Recommendations FY15 Establish multi-year in-take and total GR

enrollment goals

Once enrollment goals are established, develop a graduate studies enrollment strategy:

Identify target markets for each program

Identify marketing and recruitment strategies by target market

Establish in-take goals and funnels for each target market and program

Ensure PSU adequate resources for personal follow-up with interested students and a sustained communication strategy (e-mails, direct mail, phone calls, webinars, live events)

GR Recommendations for FY15 (cont.)

Augment PSU on-ground information sessions (major call to action on the graduate microsite) with virtual events (e.g., noon and early evening webinars)

Modify online data collection procedures to move to progressive data collection on all pages (initial ask will be for name, e-mail address, zip code, and program of study)

Take Away: Increase PSU Enrollment Funnel, FY Students

Take Away: Align Institutional Resources to Advance the University

Share in the responsibility to meet enrollment goals by working closely with Student Services, Academic Affairs

Communicate clear messaging, unify graphic identify, and centralize communications and marketing resources

Strengthen organic lead generation and ensure that the marketing plan adequately addresses need for significant increase in top of funnel prospects

Increase inquiries and campus visits to support Enrollment Management and Academic Affairs efforts to convert prospects to enrollees