STATE BOARD FOR COMMUNITY COLLEGES AND OCCUPATIONAL EDUCATION. February 10, 2016

Transcription

1 STATE BOARD FOR COMMUNITY COLLEGES AND OCCUPATIONAL EDUCATION February 10, 2016 TOPIC: PRESENTED BY: Educational Marketing Group s Marketing Campaign Report and Recommendations Bob and Marlene Brock, Educational Marketing Group RELATIONSHIP TO THE STRATEGIC PLAN: Redefine our value proposition through accessibility, affordability, quality, accountability, resource development, and operational excellence. EXPLANATION: This presentation will cover two marketing topics. In the first part of the presentation, Bob and Marlene Brock of Educational Marketing Group (EMG) will review Colorado Community College System s (CCCS) past and current marketing campaigns. In the second part of the presentation, they will make recommendations for extending the current campaign through May 2016, as well as recommendations for future campaigns. In 2012, the Colorado Community College System contracted with EMG to conduct a media campaign to raise awareness about the system and community colleges, and support enrollment, giving, and corporate partnerships. The initial campaign consisted of statewide billboards, light rail signage, and online advertising. In FY , the brand campaign continued, but the media buy was limited to online advertising over 10 months. The campaign included development of a campaign microsite (Go.CCCS.edu), blogs, and increased social media activity. As a result of the demonstrated campaign impact, in December 2014, the Board approved $800,000 for FY to continue building awareness and interest among business leaders, influencers, and student prospects across the state. The expanded campaign ran June 1 December 20, 2015 and included cable/ broadcast TV spots, airport signage, print, and NPR radio, as well as ongoing online advertising (online and limited print advertising continue into 2016). EMG s report (attached) summarizes the results. The second part of the report addresses EMG s recommendation that the current campaign be continued through May 2016 in order to leverage recent increases in awareness and perceptions of quality. EMG recommends 9

2 continuing the cable/broadcast TV schedule for the remainder of the fiscal year at a maintenance level. NPR radio spots, print ads, and online advertising would also continue through May The total budget for continuing the campaign at maintenance levels through May 2016 would be $216,000. The rationale for extending the campaign is that EMG recommends a reduced marketplace presence from June through November 2016 due to the influx of political advertising, which will make advertising costs prohibitively high. By reinforcing its marketplace presence through May, CCCS can sustain and continue building top-of-mind presence and impact. EMG also recommends refreshing the campaign creative during the July November 2016 period in order to launch FY marketing efforts after the November election. To put the CCCS advertising budget in perspective, non-profit colleges and universities have been rapidly growing advertising efforts in recent years. Nationally, colleges and universities spent $787 million during the first nine months of 2015; for the first time ever, non-profit schools spent more in advertising than their for-profit counterparts. Statewide, during the first nine months of 2015, Colorado s colleges and universities invested more than $24 million in paid advertising, a 16% increase over the first nine months of 2014 ($20.9 million). System-wide, the 13 community colleges budgeted approximately $2.67 million to market their individual campuses in Paid advertising expenditures reported for selected public and private universities for the first nine months of 2015 (most recent data available) are shown below (actual expenditures may be higher sometimes by significant margins because the reporting agency, Kantar Media, is not able to capture all expenditures). The figures below are for Q1 Q only and do not include the major campaigns launched in late 2015 for institutions including the CU System and Regis University: Q1 Q Expenditures Alta Colleges (Westwood College) - $2.22 million; Career Education Corporation (Colorado Technical University) - $12.55 million; Colorado State University - $3.09 million; Metropolitan State University $261,359; University of Colorado - $639,496; University of Denver - $329,568; U.S. Air Force Academy $3.60 million 10

3 RECOMMENDATION: Staff recommends that the Board consider approving additional $216,000 for an extension to the marketing campaign through May 2016, and consider refreshing the campaign creative for FY , with re-launch of the refreshed campaign November The FY proposal will be included in the June 2016 budget presentation for board consideration. ATTACHMENT: EMG Marketing Campaign Report and Recommendations 11

4 February 10, 2016 Colorado Community College System Campaign Results to Date Recommenda9on to Extend Marke9ng Campaign 2016 Educational Marketing Group, Inc. All rights reserved. The information and materials contained herein may not be duplicated, reproduced, or distributed in whole or in part, without the prior written consent of Educational Marketing Group, Inc. 12

5 2 MKT Media Campaign Results To Date The CCCS campaign has provided outstanding reach and frequency in raising awareness and percep9ons of impact among business/opinion leaders and the public in Colorado, while genera9ng major increases in interest from prospec9ve students. TV, radio, and airport adver9sing concluded at the end of December, while online and print adver9sing con9nues through March

6 3 June - December 2015 Campaign June July August September October November December Airport: DIA TV/ Cable: Denver TV: C-Springs NPR Radio Newspapers CO Business Magazine Online 14

7 Budget Allocations 3.32% 6.21% 11.79% 11.88% 60.52% TV/Cable Airport Print Online Radio 15

8 5 Microsite Traffic The campaign call to ac9on is to visit the Go.cccs.edu microsite, which means that microsite visitor traffic is the best indicator of campaign impact. u u The analy9cs chart below demonstrates how the past two campaigns have drama9cally increased awareness and interest. The campaign increased microsite traffic significantly, and the campaign compounded those increases. 16

9 6 Microsite Traffic Comparison u An average of 546 individuals per day visited CCCS microsite from 6/1 12/31/15, up 216% from 6/1 12/31/14. u u 70% of visitors from 6/1/15 12/31/15 were new visitors. Average 9me visitors spent on the site also rose by 14% over last year. 17

10 7 Microsite Traffic Microsite traffic in 2015 showed clear, close correla9on with ad buys. 18

11 8 TV/Cable in Denver Results Denver: Broadcast TV and Cable Adults 35+ u Reach: 90% u Frequency: 18.3x Colorado Springs/Pueblo: Broadcast TV Adults 35+ u Reach: 90% u Frequency: 14.5x 19

12 9 TV/Cable in Denver and Colorado Springs/Pueblo DMAs Denver TV Programming Examples: u Local and na9onal news u Broncos Pre-Kick Show u Non-Broncos pre- and post- game u Jeopardy Colorado Springs/Pueblo: TV Programming Examples: u Local and na9onal news u 60 Minutes u Seven Broncos games u Non-Broncos NFL games 20

13 10 Denver International Airport DIA signage has included, at various intervals on the B concourse: 12 train-depot wall wraps, two Spectacular displays, one diorama, and nego9ated added value (no-cost) of an animated displays at the 9cke9ng desk and extra diormas, bringing the total number of CCCS 21 displays at DIA to 16 over a seven-month period (June-December 2015).

14 Community Colleges of Colorado: The CHAMP of the Colorado Economy Work Session I.D., Consent Agenda VII.B. The realization that community colleges are critical engines powering economic growth has gained lots of public attention in recent months. It s easy to see why. By 2020, according to the Georgetown Center on Education and the Workforce, 74% of all Colorado jobs will require postsecondary education. And as President Obama noted recently, In the new economy, jobs and businesses will go wherever the most skilled, best-educated workforce resides. To build the new-generation workforce, the Colorado Community College System (CCCS) representing 13 colleges across the state is now leading an important initiative called the Colorado Helps Advanced Manufacturing Program (CHAMP). CHAMP, funded by a $25 million federal grant, is an innovative partnership of colleges, businesses, and community partners focused on growing the pipeline of skilled workers for the booming advanced manufacturing industry in Colorado. Community colleges are the critical engines powering economic growth. Colorado is in the midst of a manufacturing revolution, thanks to a surge of innovative technologies and state-of-theart facilities, said Dr. Nancy McCallin, President of CCCS. The industry requires sophisticated skills that translate into rewarding careers and high salaries. Through CHAMP, the community colleges integrate industrydriven content and expertise with the academic programming in manufacturing to provide a skilled Colorado workforce. It provides students with demanddriven skills and knowledge to meet the rapidly changing requirements of today s business and industry. It also promises tremendous opportunities for Colorado s community colleges to partner closely with business and industry to grow the state s high-powered workforce and the economy. The bottom line is that Colorado s community colleges have always had a profound financial and societal impact on the state. Now, with CHAMP, they are positioned to lead the expansion of the advanced-skills workforce to ensure Colorado s long-term prosperity. Learn more at MfgWorksCO.com. Print Inser9ons included the Denver Post, Ft. Collins Coloradoan, Colorado Springs Gazehe, Pueblo Chieiain, and Colorado Business Magazine, including a bonus (no-cost) advertorial in the November-December special educa9on edi9on. 22

15 12 Online Allocations 18.42% 18.42% Google Search Google Display 26.32% 10.53% 26.32% Youtube Display/ Streaming Facebook Pandora 23

16 13 Online Results u Total Audience Impressions: 30,594,822 u Total Audience Visits to CCCS websites 1 : 236,048 1 Online ads directed users to go.cccs.edu microsite or the CCCS Facebook page. 24

17 Google Search Impressions 1 Clicks CTR 2 Search 351,017 6, % Search: Remarke9ng 65,389 1, % Total 416,406 7, % 3 1 Number of 9mes an ad has appeared to Google network visitors. 2 CTR = click-through-rate, percent of those who clicked on an ad Hmes higher than nahonal average CTR of.34% for educahon category; 9.1 Hmes higher than nahonal average CTR of.20% across all categories! 25

18 Content Network Display Ads Impressions 1 Clicks CTR 2 Display: Topics 1,060,446 36, % 3 Display: Remarke9ng 2,442,234 59, % Display: Placement 7,357,816 99, % Total 10,860, , % 4 1 Number of 9mes an ad has appeared to Google network visitors. 2 CTR = click-through-rate, percent of those who clicked on an ad Hmes higher than nahonal average CTR for educahon category; 17.3 Hmes higher than nahonal average CTR across all categories! Hmes higher than nahonal average CTR for educahon category; 9 Hmes higher than nahonal average CTR across all categories! 26

19 Work Session I.D., Consent Agenda VII.B. Facebook Impressions1 Clicks CTR2 14,515,544 22,861.16%3 1 Number 2 CTR of 9mes an ad has appeared to a Facebook user. = click-through rate, percent of those who clicked on the ad Hmes higher than FB nahonal average CTR of.119! 27

20 YouTube Display Ads Impressions 1 Clicks CTR 2 3,189,777 5,258.07% Streaming Video Ads 3 Impressions 1 Views 4 View Rate Clicks CTR 128,742 36, % % 1 Number of 9mes an ad has appeared to a YouTube user. 2 CTR = click-through-rate, percent of those who clicked on the ad. 3 CCCS TV commercial plays before the selected YouTube video. 4 Users have the op9on to skip ads. Views reflects the number or percent of all users who chose to watch the full thirty seconds % below nahonal average for YouTube ad views 28

21 Pandora (digital radio) Impressions 1 Clicks CTR 2 Audio 597,973 N/A N/A Display 885,882 4,583.52% 3 1 When an ad appears to a Pandora listener, one impression is realized. 2 CTR = click-through-rate, the percent of those seeing an ad who click on it % below nahonal average CTR in EducaHon category. 29

22 19 MKT Recommendation: Extend the CCCS Campaign Jan - May 2016 Based on extremely posi9ve results of the marke9ng campaign, EMG recommends that CCCS con9nue the campaign through May 2016 to sustain the heightened audience awareness, leverage growing interest, and maximize CCCS statewide impact. 30

23 20 Recommendation Extend the current campaign by three months, through May 2016: January February March April May Budget TV/ Cable: Denver $133,740 TV: C-Springs $29,800 NPR Radio $10,926 Newspapers $21,534 Colorado Business $0 Online $20,000 TOTAL $216,000 31

24 21 Recommendations 1. Extend campaign at maintenance level ($216,000) through May Refresh current crea9ve materials between July and November Resume online adver9sing por9on of the campaign in July Resume the refreshed TV, print, radio por9ons of the campaign November 2016 through May Ra9onale: u Poli9cal campaigns will make adver9sing prohibi9vely expensive June-Nov u u Extending the current campaign through May (and con9nuing online adver9sing July- Nov) will sustain and leverage CCCS awareness throughout Refreshing campaign crea9ve during the July-Nov hiatus will cost-efficiently treble the life of the campaign by alterna9ng crea9ve execu9ons to always appear fresh. 32

25 February 10, 2016 Thank you 2016 Educational Marketing Group, Inc. All rights reserved. The information and materials contained herein may not be duplicated, reproduced, or distributed in whole or in part, without the prior written consent of Educational Marketing Group, Inc. 33