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FY11 Community College Strategy
1
FY11 Marketing Strategy and PrioritiesP
riorit
y #1 Shatter the
myth; enhance brand reputation P
riorit
y #2 Deepen
relationships; foster com-munity and conversation P
riorit
y #3 Accelerate
organic inquiry generation
Prio
rity
#4 Drive further inquiry optimization
Drive Operational Marketing Efficiencies
Marketing as a Competitive Advantage
Elevate the Brand Improve Inquiry Efficiency
% Marketing as % of Revenue: 12% by 2012
2
Community College Strategy fits in with Overall Marketing Strategy.
FY11 Community College StrategyP
riorit
y #1
Shatter the myth; enhance brand reputation
Prio
rity
#2 Deepen relationships; foster community and conversation
Elevate the Brand
3
Advertising and collateral will combine to build awareness and improve brand perception among community college students.
AACC engagement will help influence the influencers.
Outreach efforts will facilitate relationship building and articulation agreement.
Events, both at the community colleges and at DVU, foster one-on-one interaction with prospective students.
FY11 Community College StrategyP
riorit
y #3
Accelerate organic inquiry generation
Prio
rity
#4
Drive further inquiry optimization
Improve Inquiry Efficiency
4
Drive web traffic through ads and collateral materials.
Use data from inquiry form to help refine tactics and target schools.
FY11 Community College StrategyP
riorit
y #1 Shatter the
myth; enhance brand reputation
Prio
rity
#2 Deepen relationships; foster more community and
conversation Prio
rity
#3 Accelerate organic inquiry generation
Prio
rity
#4 Drive further inquiry optimization
Marketing as a Competitive Advantage
Elevate the Brand Improve Inquiry Efficiency
% Marketing as % of Revenue: 12% by 2010
Consistent approach streamlines everything from planning to production.
Fewer, Bigger, Better collateral pieces simplify the story for prospective students and results in efficient use of both human and financial resources.
Drive Operational Marketing Efficiencies
Influence the Influencers
6
•Build Advocacy
GOAL
•Develop partnership with CC Transfer Coordinators, Faculty, and Administrators•D
VU can help them fulfill their mission of preparing students for further education and careers.
STRATEGY
•American Association of Community Colleges•Advertise
in publications and on website
•Participate in national meeting April 2011
•Sponsor local CCA chapters•Sponsor
local events
•Advertise in local chapter newsletters.
•Hold annual partnership breakfast
TACTICS
•Bachelor’s and Master’s degrees.
•Quality -- Regionally accredited and reciprocity with WASC, SACS, etc.
•Affordability -- DVU is competitively priced and has scholarship opportunities.
•Accessibility -- Courses available onsite (94 locations) and online leading to faster degree completion and entry to career.
•Career Focus –•National system
meaning the DVU degree is recognized across the country by employers.
•Lifetime career services available to DVU graduates.
KEY MESSAGES
Prospective Students
7
•Develop brand awareness and perception
•Generate inquiries and enrollments
GOALS
•Advertise across multiple channels.
•Initiate conversations.
STRATEGY
•National online advertising.
•On-campus advertising.
•College newspaper advertising.
•E-mail blasts.
•Coffee sleeves and café tabling events.
•Transfer fairs.
TACTICS
•Affordability -- DVU is competitively priced and has scholarship opportunities.
•Accessibility --•Courses
available onsite (94 locations) and online
•DVU transfer credit policies and processes ease transition to bachelor’s degree programs.
•Career Focus –•National system
meaning the DVU degree is recognized across the country by employers.
•Lifetime career services available to DVU graduates.
KEY MESSAGES
Landing Page needs to provide the information students are looking for:• Transferring Credits• Scholarships/Financial Aid• Accreditation• Programs and locations• Career Services
FY11 Community College Strategy
Three-Pronged Approach
1. National Component• OLA will cover ALL metros, will drive to community college landing page where
we can capture inquiries and evaluate opportunities by school.• American Association of Community College campaign – print, web, show
• Will start to generate awareness and build brand perception with key influencers
2. Metros with Community College Focused Outreach• Media flexibility:
• Print and e-mail are customizable• Coffee sleeves coupled with tabling events• More focused poster campaign• Sponsorship of local chapters of community college administrators
3. Other Metros• Standardized media components will build awareness, develop brand
perception, and generate inquiries via the landing page.
8
Responsibilities
9
Marketing Outreach DEM Other?
Newspaper advertising
Develop relationships with CC staff Staff events
PR/Partnerships for guest speakers
On campus advertising
Develop articulation agreements
Work inquiries and write
applications
MLA – work events
OLA advertising Schedule events and secure DVU staffing
Academics – manage
articulations
Inquiry tracking and reporting
AACC National Meeting strategy
Metro leaders – support and
brunch & learns
Website enhancements
Staff AACC National Meeting
Collateral development and
production
Consult on creative development and marketing
strategy
Open doors for metro leaders to meet CC Admin
Market Coverage – Gap Fill
10
Inquiry Gap New Location Opportunity Schools Creative Newspapers PostersMedia Boards
Fixed Outdoor
Kiosks E-MailCoffee Sleeves
Café Tabling
Com Col Transfer
FairsLocal AACC
Sponsorships Local Radio
Long BeachCerritos, El Camino, Long
Beach CityPerfect Storm 6 FP/4C
50/campus 3 flightts
3/campus 3 flights
6 months 4 blasts 3 months2 events/
2 cafes$3,000
Pomona Chaffey, Mt. SAC Perfect Storm 6 FP/4C50/campus
3 flightts3/campus 3 flights
6 months 4 blasts 3 months2 events/
1 café$2,000
Sherman Oaks Santa Monica Perfect Storm 6 FP/4C50/campus
3 flightts3/campus 3 flights
4 blasts 3 months2 events/
1 café$1,000
DenverArapahoe, Aurora, Front
Range6 FP/4C
50/campus 3 flightts
3/campus 3 flights
4 blasts 3 months2 events/
1 café$3,000
2 3-wk flights traffi c tags
Phoenix Glendale Glendale, Mesa, Phoenix 6 FP/4C50/campus
3 flightts3/campus 3 flights
6 months 4 blasts 3 months $3,0002 3-wk flights
traffi c tags
Houston GreenspointHouston, Lone Star, N
Harris Montgomery, NW College
6 FP/4C50/campus
3 flightts3/campus 3 flights
4 blasts $4,0002 3-wk flights
traffi c tags
Addison COD, Elgin, Harper 6 FP/4C50/campus
3 flightts3/campus 3 flights
4 blasts $3,000
ChicagoTruman, Wright, Lake Cty,
Morton, Oakton6 FP/4C
50/campus 3 flightts
3/campus 3 flights
4 blasts 3 months2 events/
1 café$5,000
Dallas Cedar HillNorth Lake, Richland,
Tarrant (5)6 FP/4C
50/campus 3 flightts
3/campus 3 flights
4 blasts 3 months $5,000
Bay AreaChabot, San Fran, Ohlone,
Las PositasPerfect Storm 6 FP/4C
50/campus 3 flightts
3/campus 3 flights
6 months 4 blasts 3 months2 events/
2 cafes$4,000 $10,000
Atlanta
Atlanta Tech, Chattahoochee, Dekalb,
Georgia Perimeter, Griffi n, Gwinnett
6 FP/4C50/campus
3 flightts3/campus 3 flights
4 blasts $6,000
OrlandoBrevard, Valencia,
SeminolePerfect Storm 6 FP/4C
50/campus 3 flightts
3/campus 3 flights
4 blasts $3,000
MiramarBroward, Lake Sumter,
Miami Dade (4)Perfect Storm 6 FP/4C
50/campus 3 flightts
3/campus 3 flights
4 blasts $5,000
Seattle LinwoodCascadia, Green River,
Highline, Pierce, ShorelinePerfect Storm 6 FP/4C
50/campus 3 flightts
3/campus 3 flights
4 blasts 3 months2 events/
2 cafes$5,000
Tier 3
Strategies Specifics Tactics
Tier 1
$10,000
Tier 2
$10,0002 3-wk flights
traffi c tags
Community college program will be a component of other marketing initiatives – i.e., gap fill and new locations.
Market Coverage – Opportunity
11
Inquiry Gap New Location Opportunity Schools Creative Newspapers PostersMedia Boards
Fixed Outdoor
Kiosks E-MailCoffee Sleeves
Café Tabling
Com Col Transfer
FairsLocal AACC
Sponsorships Local Radio
Tinley ParkJoliet, Moraine Valley,
Prairie State6 FP/4C
50/campus 3 flightts
3/campus 3 flights
4 blasts $3,000
ColumbusCentral Ohio Tech,
Columbus State, Marion Tech
NA50/campus
3 flightts3/campus 3 flights
4 blasts 3 months $3,000
New JerseyBrookdale, Middlesex, Ocean County, Bergen,
Passaic6 FP/4C
50/campus 3 flightts
3/campus 3 flights
4 blasts 3 months $5,000
Queens New YorkCUNY Bronx, CUNY LaGuardia, CUNY Queensborough
6 FP/4C50/campus
3 flightts3/campus 3 flights
4 blasts 3 months $3,000
PhiladelphiaBucks County,
Philadelphia, Montgomery6 FP/4C
50/campus 3 flightts
3/campus 3 flights
4 blasts 3 months $3,000
Washington, DC N. Virginia, Montgomery 6 FP/4C50/campus
3 flightts3/campus 3 flights
4 blasts 3 months $2,000
Lenexa Kansas CityJohnson County, KC KS,
Metropolitan (5)6 FP/4C
50/campus 3 flightts
3/campus 3 flights
4 blasts 3 months $5,000
Dayton Clark State, Sinclair 6 FP/4C50/campus
3 flightts3/campus 3 flights
4 blasts $2,000
MinneapolisNormandale, Minneapolis,
St. Paul6 FP/4C
50/campus 3 flightts
3/campus 3 flights
4 blasts $3,000
Vegas Southern Nevada Perfect Storm 6 FP/4C50/campus
3 flightts3/campus 3 flights
4 blasts 3 months $1,000
San Antonio NE Lakeview, San Antonio 6 FP/4C50/campus
3 flightts3/campus 3 flights
4 blasts 3 months $2,000
Other Campus Markets
covered in Addison/Chgo
Emerging Metros
Strategies Specifics Tactics
Community college program allows us to start developing opportunities in markets where metro leadership is ready.
FY11 Budget - $1.5 million
Community college plan is currently coming in under budget. However, the addition of 2 schools in Florida, 2 schools in New Jersey, and 3 schools in Minneapolis will boost the spend.
Recommendations for the remaining $:• Increase OLA which covers all markets.
• Support new initiatives that become available.
• Expand existing initiatives – i.e., more e-mail, more tabling events, etc.
• Add more local AACC sponsorships for markets with staff to facilitate that effort.
12
Newspapers PostersMedia Boards
Fixed Outdoor
Kiosks E-MailCoffee Sleeves
Café Tabling
Com Col Transfer
FairsLocal AACC
Sponsorships Local RadioTotal
$315,647 $47,000 $33,370 $58,430 $112,992 $94,936 $36,000 $84,000 $30,000 $160,000 $972,375Production $1,685 $1,095 $2,780
Subtotal Local $975,155Other Costs Landing Page $40,000 OLA $200,000
Promo Items $10,000 AACC Pubs $22,200 Collateral $5,000 AACC Web $7,500 Local Outreach $30,000 AACC Meeting $15,000
$85,000 Subtotal National $244,700GRAND TOTAL (incl other) $1,304,855
Tactics
Marketing Calendar
Timing to coincide with critical points in community college academic year and national media schedule.
13
Tactic JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN
NewspapersPostersMedia BoardsOutdoor Kiosks*E-MailCoffee Sleeves*Café Tabling Events*Transfer FairsLocal Radio*
OLAAACC Pubs CC Times Website CC JournalAACC Meeting* Select markets where available.
LOCAL
NATIONAL
Creative Assets
Asset Status Deadline
Landing page Brief complete, job submitted w/o 7/5 September
URL card Brief complete, job submitted w/o 7/5 September
AACC print ad Brief complete, job submitted w/o 7/5 September
AACC OLA banner Brief complete, job submitted w/o 7/5 September
AACC show materials Needs project brief 3Q
Newspaper ads Tweak RT ads October
Posters/Media Boards Tweak RT assets October
Outdoor kiosks Needs project brief 2Q
Coffee sleeves Needs project brief 2Q
E-mail templates/copy Tweak existing November
OLA banner Tweak existing September
Radio traffic tags Needs project brief 3Q14
FY10 Community College Pilot Program
15
Community College Pilot Markets
16
Seattle:• Bellevue CC• Green River CC• Pierce CC• Highline CC
Bay Area:• Skyline CC• College of San
Mateo• Chabot CC• Ohlone CC• Mission CC
Los Angeles:• Long Beach CC• Santa Monica
CC• Mt. SAC CC
Austin:• Austin
CC
Dallas:• Tarrant CC• Richland CC
Columbus:• Columbus State• Central Ohio CC• North Central Ohio
CC• Marion Tech
Miami:• Miami Dade
CC • Broward CC
Atlanta:• Georgia Perimeter• Chattahoochee
Tech• Gwinnett Tech• DeKalb Tech• Atlanta Tech
Perfect Storm
Community College Media Strategy
Reach and frequency campaign utilizing multiple channels while maintaining a consistent on-campus presence.
17
1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24OLA
2 million impressions/ month for 3 months on unique ed network
Dept. Mailing
Letter w/posters to dept heads at all community colleges in market
Newspapers3 insertions - Feb-Mar-Apr
Table Tents2 runs in cafeterias, lounges, libraries, etc.
Kiosks3-D structure, 5'7" tall, 1 each in transfer office & career services office
Posters
8'1/2 X 11, 4C, on bulletin boards
Media PostersSize 18 X 24, 4C, stand-alone locations (i.e., near ATMs)
E-mail1 e-mail blast
February March April May
Community College Demand Capture - Web Page
18
Call to Action in text and tile link to the community college landing page.
19
New Field – will be accessible via notes field in CRM
Leveraging “Big Bang” language to drive mix/match volume
Demand Capture – Landing Page
Persistent source codes allow us to track the campaign.
20
Community College Creative: Perfect Storm
Kiosk
Poster
21
Community College Budget for the Pilot
MIAMI AUSTIN DALLAS LOS ANGELES BAY AREA COLUMBUS SEATTLE ATLANTA TOTAL
OLA $2,400 $1,200 $4,500 $9,300 $5,700 $1,200 $3,600 $2,400 $30,000
Dept. Mailing $625 $625 $625 $625 $625 $625 $625 $625 $5,000
Newspapers $4,820 $8,861 $15,700 $11,580 $18,351 $0 $6,755 $0 $73,025
Table Tents $5,037 $1,989 $2,382 $4,450 $2,564 $1,817 $1,132 $4,485 $25,919
Kiosks $1,780 $890 $1,780 $2,670 $3,560 $3,560 $1,780 $0 $19,580
Posters $3,778 $1,491 $1,787 $3,337 $1,924 $1,377 $848 $2,704 $19,171
Media Posters $2,085 $825 $990 $1,830 $1,080 $765 $465 $1,560 $11,919
E-mail $2,784 $1,077 $1,348 $2,904 $1,439 $1,000 $621 $1,243 $13,057
Market Total $23,309 $16,959 $29,112 $36,697 $35,244 $10,344 $15,827 $13,017 $197,671
22
Community College Creative: General
23
Community College Campaign
September – November 28, 2010
24
FY11 Community College StrategyP
riorit
y #3
Accelerate organic inquiry generation
Prio
rity
#4
Drive further inquiry optimization
Improve Inquiry Efficiency
Drive web traffic through ads and collateral materials.
Use data from inquiry form to help refine tactics and target schools.
25
Community College Program - MySpace
Community College Program - OLA-MySpace
VisitsPage
ViewsSeptember 17 85October 2410 4482November 2435 4365Total 4892 8932
Impressions Clicks CTR Spend Inquiries CPI
Oct 7,346,263 6,123 .083% $16,067 140 $115
Nov 3,201,033 3,443 .108% $6,994 93 $75
Total 10,547,296 9,566 .091% $23,061 233 $99
26
Community College Program - Facebook
Community College Program - OLA-Facebook
VisitsPage
ViewsSeptember 2 8
October 1610 5012
November 2959 7777
Total to Date 4571 12797
Impressions Clicks CTR Spend Inquiries CPI
Oct 14,016,095 3,634 .026% $16,819 163 $103
Nov 14,243,654 3,469 .024% $15,344 231 $66
Total 28,259,749 7,103 .025% $32,163 394 $82
27
Community College Program – Coffee Sleeve V1
Community College - Coffee Cup Sleeve 1
Visits Page ViewsSeptember 12 187October 100 2800November 0 0Total to Date 112 2987
28
Community College Program – Coffee Sleeve V2
Community College - Coffee Cup Sleeve 2
Visits Page ViewsSeptember 4 26October 6 77November 3 34Total to Date 13 137
29
Community College Program – College Newspaper
Community College Program - Newspapers
Visits Page ViewsSeptember 4 24October 32 249November 30 288Total to Date 66 561
30
Community College Program – Poster, Media Kiosk
Community College Program - Poster, Media Kiosk
Visits Page ViewsSeptember 15 333October 206 3358November 24 269Total to Date 245 3960
31
Community College Program – devry.edu/college-transfer
FY10 Community Colleges Visits Page ViewsSeptember 44 374October 34 264November 56 503Total to Date 134 1141
Team of DVU community college outreach, MMD’s, and brand team members met and decided that information will live on the DeVry.edu website and that printed collateral will consist of a card to be handed out to prospective students to drive them to that content.
32
Community College Program – Email Campaign
Visits
Community College Program - Email Campaign Visits Page ViewsSeptember 0 0October 0 0November 3136* 3210*Total to Date 3136 3210
* Metrics Calculated Using Google Analytics
09/15 09/22 09/29 10/06 10/13 10/20 10/27 11/03 11/10 11/170
250
500
750
1,000
1,250
1,500
1,750
2,000
# Sent Opens Clicks To Inq Form To Trsf Stdt Page
694,235 59,472 10,142 3,734 4,820
8.6% 1.5% 36.8% 47.5%
Source: Campus Media
33
Community College Program – Form Landing Page
DeVry2.com/landing42 Visits Page ViewsSeptember 897 1160October 629 823November 3463 3708Total to Date 4989 5691
Spike in traffic to Community College & Transfer Student landing page on 11/14 due to email drop.
34
Inquiry Mix and Performance
Sep-05-
2010
Sep-12-
2010
Sep-19-
2010
Sep-26-
2010
Oct-03-2010
Oct-10-2010
Oct-17-2010
Oct-24-2010
Oct-31-2010
Nov-07-
2010
Nov-14-
2010
Nov-21-
2010
0
20
40
60
80
100
120
140
Events
Internet
Inquiries Apps Inq/App Students Inq/Student
Events 252 6 2.4% 0 0.0%
Internet 510 60 11.8% 20 3.9%
Total 762 66 8.7% 20 2.6%
Note: Inquiries shown here are those we can trace directly to a community college source code. As can be seen on previous slides on web traffic, prospects are viewing many pages of the site and may not be completing the dedicated community college inquiry form reducing our ability to track them.
35
Inquiry Performance by Region
Inquiry Count Application Count Conv New Student Count Inquiry Count Application Count Conv New Student Count
Event 94 1 1.06% 0
Internet 35 3 8.57% 2
Total 129 4 3.10% 2
Event
Internet 16 3 18.75% 1
Total 16 3 18.75% 1
Event 148 4 2.70% 0
Internet 92 12 13.04% 2
Total 240 16 6.67% 2
Event 4 1 25.00% 0
Internet 55 6 10.91% 3
Total 59 7 11.86% 3
Event
Internet 265 29 7
Total 265 29 10.94% 7
Event 6 0 0.00% 0
Internet 19 1 5.26% 0
Total 25 1 4.00% 0
Event
Internet 28 6 21.43% 5
Total 28 6 21.43% 5
Event 252 6 2.38% 0
Internet 265 29 10.94% 7 245 31 12.65% 13
Total 265 29 10.94% 7 497 37 7.44% 13
DeVry US Online DeVry US Onsite
California
Mountain
North Central
North East
- 1 -
Online
South Central
South East
Total
9/5/2010 - 11/29/2010