Stop the Bleeding: Rebuilding Master Level Enrollments January 2014 Hawaii International Conference...
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Stop the Bleeding: Rebuilding Master Level Enrollments January 2014 Hawaii International Conference on Education, 12 th Annual Conference Susan Cramer,
Stop the Bleeding: Rebuilding Master Level Enrollments January
2014 Hawaii International Conference on Education, 12 th Annual
Conference Susan Cramer, PhD Dean of Graduate Studies University of
Wisconsin Oshkosh Oshkosh, WI (USA)
Slide 2
What is the problem?
Slide 3
Our Solution: Advertising It was time to stop our tradition of
being the best kept secret Shhhhhh
Slide 4
Why Advertising? Advertising lets people know that you have
something important to offer. When advertising two key points to
remember are: It takes 7 touches to sell something The student
life-cycle is: (1) awareness, (2) inquiry, (3) application, (4)
acceptance, (5) enrollment, (6) retention, and (7) alumni. The
purpose of this project our Fall 2013 Media Blitz is to increase
our visibility. With increased visibility it is anticipated that
graduate program inquiries, applications and enrollment will
increase.
Slide 5
Outdoor Advertising (to drive viewers to our website)
Slide 6
Slide 7
Why these locations? (Heres Wisconsin)
https://en.wikipedia.org/wiki/File:Wisconsin_in_United_States.svg
Slide 8
We are in Northeast Wisconsin
https://upload.wikimedia.org/wikipedia/commons/thumb/9/9d/Wisconsin_Population_map.jpg/766px-Wisconsin_Population_map.jpg
* Build awareness 7 touches Even with online programs students
select schools that are geographically close.
Slide 9
Motion media: Local, 30 Second Ads
http://www.uwosh.edu/gradstudies/student-profiles/01-meet-our-students
http://www.uwosh.edu/gradstudies/student-profiles/01-meet-our-students
Movie Theatres TimeWarner cable At&T Uverse Monday &
Tuesday Night Football
Slide 10
Online ads (all advertising was designed to drive people to our
website) Banner ads (targeted demographics) Search Engine ads
(Google, Yahoo, Bing) Facebook Websites reviewed for key word
searching
Slide 11
Sample search on December 26 Paid advertising for top hits.
Click and you get --
Website Revisions Key word searching Web optimization Mobile
friendly (traffic coming from desktop computers is down almost 1%
and mobile visits up 104%) Call to Action buttons and links
Information reorganized to reflect audience needs See site
Slide 14
http://www.uwosh.edu/gradstudies
Slide 15
Collecting Contact Information Request Information prominently
displayed Constant Contact
Slide 16
Is the campaign working? YES Graduate campaign, Green Bay to
Fond du Lac (the past 6 weeks compared to same timeframe last
year): (November 19, 2013 email) Overall web traffic is up 10%
Traffic from regions we're advertising in: Green Bay up 15%,
Appleton up 9%, Oshkosh up 10%, Neenah up 36%, Fond du Lac up 96%
Our Google and Facebook ads are driving a lot of traffic, which
seems to be offsetting the general decline we're seeing in our
normal channels (Google search, people typing in our URL)
Slide 17
Website visits. ~ Dec 5 no online ads, PA left, credit cards
reissued
How did we obtain the funding? (Its been a long process) In
conjunction with our Integrated Marketing Department, we developed
a Marketing Plan
Slide 21
Within the plan we utilized data from our Strategic Planning
efforts and our market research study. We had a pretty good idea of
why students were selecting our campus.
Slide 22
We surveyed current graduate students, program coordinators and
administrators to create our new look (Brand Image).
Slide 23
We tie all our efforts to our Strategic Plan (approved by
Graduate Council, May 2010) Vision The University of Wisconsin
Oshkosh will be recognized as the premier provider of graduate
education north of Madison. Mission Graduate education at fosters
scholarly activities that develop leaders who think creatively and
analytically. Our graduate students and alumni contribute to the
intellectual vitality of their communities by not only creating
knowledge but by applying that knowledge. Opportunities to
strengthen graduate education on campus: Increase visibility of
graduate education on campus Communicate our scholarly leadership
and research expertise Enhance external relations Go forth Optimize
enrollment
Slide 24
Leadership The campus invested in resources to strengthen
graduate education. A Graduate Development Task Force was
established in Fall 2009 to create the Strategic Plan. One
recommendation from the Task Force was the hiring of a Dean
(full-time, time, or time). A half-time Dean of Graduate Studies
was hired in Summer 2012. The Dean, in conjunction with the Office
of Graduate Studies staff, and Integrated Marketing, with the
approval of the Graduate Council and university administration,
worked tirelessly to make this campaign a reality.
Slide 25
Next Steps. Continue online advertising presence for Spring and
Summer 2014 semesters. Work to identify a long term, sustainable
budget and marketing strategy. Recognize that all targets are
continually moving! Presentation available
athttp://www.uwosh.edu/facstaff/cramerhttp://www.uwosh.edu/facstaff/cramer
Ideas/comments? email me -- [email protected][email protected]
