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Timing3 min- Intro, Sheila and Jen self5 min- data, Jen5 min- plan overview, Sheila2 min- actions school, Sheila20 min- advertising, Jen5 min- tool in depth, Sheila10 min- work time, all3 min- wrap-up, Jen
Student Recruitment: Maximizing Time and Budget
PRESENTERSSheila Dollaske, Director of School Development & Innovation
Goodwill of Central & Southern Indiana
Jennifer Rendant, Director of Marketing & Communications
Goodwill of Central & Southern Indiana
OBJECTIVES● Understand our target audience and how to reach them
● Discuss the importance of internal and external relationships
● Outline effective school outreach and community partnership tactics
● Evaluate paid and organic student recruitment strategies
● Build a framework for student recruitment strategies in your market
● To further enhance and organize student recruitment and communications initiatives, strategic outreach, recruitment and advertising is necessary.
● Meeting enrollment goals ensures that the school will be adequately funded (in many cases) and able to maximize the school’s impact.
INTRODUCTION
COLLABORATION● Goodwill works best when we work
together and collaborate.
● School leaders have historically had most value add around: building their school culture and encouraging student referrals, cultivating relationships within their community, and attending recruitment events consistently.
● Marketing can add the most value in vetting and implementing advertising opportunities and targeted approaches to outreach, as well as maintain brand consistency and offer guidance.
Let’s start with data
● She is, on average, 29 years old.
● Ethnicity breakdown: African American (38%), Caucasian (38%), and Hispanic (16%).
Central & Southern Indiana Survey Data
● She has easy access to the Internet (92%).
● She is unemployed but regularly looking for work (60%).
● She watches YouTube and visits Facebook regularly. Sometimes she visits SnapChat and Instagram.
● She listens to Pandora radio over local stations and Spotify.
Average Excel Center Student
How did you hear about The Excel Center?51% Referral
● 16% Friend or family member that never attended The Excel Center● 14% Former student● 10% Current student● 8% Former high school● 2% Another Goodwill program● 2% Community partner or justice system
25% Digital or traditional advertisement
● 17% Digital (Facebook, Google Ad, Instagram, Internet ad)● 8% Traditional (Radio, billboard, mailer, bus advertisement, newspaper)
4% Someone from school visited house, apartment complex, or job
3% Community Event
Source: Collective iExcel Student Survey Data, 2019-2020 school year
● It’s a team effort of school outreach and targeted advertising and depends on where your region currently is
● Every impression counts and matters.
○ One home visit + one ad viewed + one radio PSA might = one recruit
● Digital consumption is up, especially during COVID-19. Our average consumer is there.
Data Summary
The School’s Role in Recruitment
EXAMPLE PLAN & KEY COMPONENTS● Prioritized actions
● Owner and supporters for each action
● Collateral needed
● Speaking points
● System for follow up
● Example
Actions the School Can Take● Brainstorm possible partnerships with
organizations that already have relationships with our targeted students
○ Agencies and nonprofits○ Traditional age high schools
● Encourage all staff to see themselves as ambassadors for the school and develop those partnerships
○ Embedded in all staff member’s evaluation○ Invite strategic partners to serve on a Community
Advisory Board
● Create a recruitment plan to prioritize highest leverage actions and assign owners for each action
PaidAdvertising
What is included in the advertising budget?
Managed by the marketing department, advertising dollars should be spent strategically and intentionally for school promotional support in student/staff recruitment, community outreach, brand awareness campaigns, as well as
stakeholder and donor calls-to-action. Advertising expenditures may include radio, digital, print, direct mailing, or television campaigns. Schools may receive varying advertising dollars depending on need.
School directors manage an independent marketing budget line that covers school expenses around events, supplies, community fees, apparel and signage for their building’s interior and exterior.
Digital Advertising
Digital Advertising● According to a new study by Nielsen, CMOs give digital advertising higher marks for being effective
than traditional media with 82% of respondents planning on increasing their spend in digital advertising this year.
● Digital advertising allows us to target our desired demographics and reach a large audience - all at a reasonable cost. It is our highest enrollment tactic after referrals (17% of those who responded to the survey learned about us through digital marketing).
● GCSI digital tactics include:
○ Native Advertising/Retargeting
○ Search Advertising
○ Paid Social Media
Month Tactic Goal
July 2020 Facebook, Instagram, Native & Retargeting, Google AdWords Enrollment
August Facebook, Instagram, Native & Retargeting, Google AdWords Enrollment
September* Facebook, Instagram, Native & Retargeting, Google AdWords Enrollment
October Facebook, Instagram, Native & Retargeting Awareness, Legislative Support, Hiring and other
November Facebook, Instagram, Native & Retargeting
December Facebook, Instagram, Native & Retargeting
January 2021 Facebook, Instagram, Native & Retargeting, Google AdWords Enrollment
February* Facebook, Instagram, Native & Retargeting, Google AdWords Enrollment
March Facebook, Instagram Awareness, Legislative Support, Hiring and other
April Facebook, Instagram
May Facebook, Instagram, Native & Retargeting, Google AdWords Enrollment
June Facebook, Instagram, Native & Retargeting, Google AdWords Enrollment
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StackAdapt, a Retargeting Software
StackAdapt 1st 2020 Flight Summary
● Overall, the campaign generated 243 enrollments to The Excel Center resulting in an estimated cost per application: ~$10.23.
● Re-targeting alone brought in 78 conversions. Audience has shown interest in adult education programs, visited our website or social media pages.
● The campaign - in a month - generated 1,397,737 impressions, 3,320 clicks and 572 new engagements (15 seconds or more time on-site).
Dates of Flight Impressions Clicks Conversions Cost
January 4 - February 15 1,397,737 3,320 243 $2,486.90
Top performing retargeting ads on StackAdapt
3 Reasons Why Now Is The Time to Earn a High School Diploma Increase Your Lifetime
Earning Potential By 200K
Is Now The Time to Finish Your Diploma?
GoogleAds June 2019 Summary
● Overall, the campaign generated 52 enrollments to The Excel Center resulting in an estimated cost per application: $15.00.
● Targeted audience has searched for one of our key terms.
● The campaign - in 9 days - generated over 3,000 impressions, 129 clicks and a 30% conversion rate (they enrolled).
Dates of Ad Buy Impressions CTR Conversions Cost
June 10 - June 26 3,000+ 6.9% 52 $780
Audience: 18-35 Location: United States: Anderson, Clarksville, Muncie, Indianapolis,
Kokomo, Lafayette, Noblesville, Richmond, Shelbyville Exclude Location: United States: Kentucky; Ohio Exclude: Education Level: College grad or High school grad People Who Match: Interests: Adult education, Job Seeker or Diploma,
Education Level: Unspecified or Some high school
Facebook & Instagram: Campaign ExampleObjective 1: AwarenessBudget: 1K/3KArtwork: Photo AdsPush to: https://excelcenter.org/enrolllp/Evaluate by FB Pixels
Radio, Outdoor and Print
Radio, Outdoor, and Print AdvertisingRadio, outdoor and print advertising are more traditional channels of marketing that help to bring awareness to a campaign and reach a wide audience of people.
● Referrals from “Friend or Family Member” - our highest self-selected enrollment reason - often are born from paid advertising.
● Considerations for these forms of advertising include high cost and a less targeted reach than digital allows. Pushed back dates due to COVID-19.
● GCSI Tactics Include:
○ Radio ads on popular, local stations that meet demographic targets.
○ Outdoor/ transit ads in key areas within city limits and zip codes.
○ Print advertising includes mostly annual education features and business/ chamber directories, as well as occasional ad placement for events and enrollment.
MEDIA RELATIONS & BLOG● Media pitches allow us to:
○ Tell stories
○ Share updates
○ Expand impact
○ Reach new audiences
○ Build awareness
● Find stories at
blog.goodwillindy.org
TOOLS
● Excel Center Network Library
● GCSI created a Marketing Google Site for clients to access
● Wildman Account
OVERVIEW OF RECRUITMENT PLAN TEMPLATE
● Review the provided example and template
○ Planning template
○ Community partner contact list
○ Schools list
○ Scripts
○ Targeted digital
SUGGESTED STEPS FOR WORK TIME
● Review the provided example and template
● Begin filling in and prioritizing actions
● Brainstorm partners who are already working with targeted
students
● Discuss who should own which steps on the recruitment plan
● Chat Jen or Sheila with specific questions
THANK YOU!
Let’s Connect!
Facebook Event Example - Paid Ad Objective 1: Event ResponseBudget: $200Artwork: ImagePush to: event on pageMay 2019 (ends 5/23/2019)
Audience: 18-35 Location: 46222, 46224 Exclude: Education level of High School grad, Associate Degree, Doctorate, Masters
RESULTSEvent Responses: 118Amount Spent: $123.66Cost per result: $1.05Reach: 6,038Push to: event on pageMay 2019 (ends 5/23/2019)
