BUILDING THE BRAND: N.C. A&T STRATEGIC COMMUNICATIONS UPDATE

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Clarissa Bradley
6 years ago
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1 : N.C. A&T STRATEGIC COMMUNICATIONS UPDATE Todd Simmons Associate Vice Chancellor, University Relations April 28, 2017 BOT Advancement Committee Meeting

2 : WHERE ARE WE NOW?

3 Three Years of Focused Brand Development #AggiesDO, Marketing Partnership, Social & Earned Media Growth N.C. A&T launches Aggies DO campaign in 2014 TWG Plus is selected in Fall 2015 as our external marketing partner. Phased 2016 rollout.» Assistance w/ graphic design, signage/banners, advertising strategy and collateral over the course of 2016» Three enrollment marketing strategies: Undergraduate, Online, School of Nursing 3

a critical role in our continued enrollment growth

4 Focused Brand Development Targeted digital advertising for Undergraduate Admissions has played a critical role in our continued enrollment growth Helped maintain our twoyear status as the nation s largest HBCU 4

5 Focused Brand Development Advertising campaigns on Twitter and Facebook generated 6.2 million impressions from September 16 through February 17 Also generated 102,000+ clicks and 80,000+ conversions or clicks that brought in leads 5

an increase of 21+ percent» Similar growth for Twitter (36K) and Instagram (10K)»

6 Focused Brand Development UR development of social media boosts A&T following» We have grown Facebook main account followers from 36,094 in February 2016 to 45,757 an increase of 21+ percent» Similar growth for Twitter (36K) and Instagram (10K)» Total main account social audience = 92,000» We also leverage and provide oversight for scores of N.C. A&T departmental/office accounts around the university» A major tool in driving awareness and prompting action, with staff time as our primary investment 6

7 Focused Brand Development Increasing media outreach, growing our news release output and placements New A&T Media Report documents exposure, increased representation in UNC GA media reports 7

Moving The Needle: Enrollment Enrollment within Nursing» Fall 2015 = 31 Fall 2016 = 47 +17 Enrollment Online*» Fall 2015 = 1,937 Fall 2016 = 3,403 +1,466 Non-Online**» Fall 2015 = 8,915 Fall 2016 =

8 Moving The Needle: Enrollment Enrollment within Nursing» Fall 2015 = 31 Fall 2016 = Enrollment Online*» Fall 2015 = 1,937 Fall 2016 = 3,403 +1,466 Non-Online**» Fall 2015 = 8,915 Fall 2016 = 7,774-1,141 Enrollment Overall» Fall 2015 = 10,852 Fall 2016 = 11, A&T s continued growth comes despite persistent national declines in black enrollment among other HBCUs, as well as overall enrollment declines. * Took at least one on-line class. ** Did not take online courses 8

9 Moving The Needle: Media Coverage News Ad Ad Value Value Significant increase in Q1 coverage, year over year Q416, Q17 growth is being sustained in Q217, continuing academic year trend 9

10 : WHERE DO WE GO FROM HERE?

11 5 Near-Term Communications Priorities Completing unfinished business» Implementing strategies, tactics called for in brand assessment» Rebidding external partnership, with eye toward coming IMSC plan; RFP later this month Doubling down on digital advertising» Supporting undergraduate/graduate enrollment, brand perception goals Tripling down on earned media» In support of brand reputation goals» Pursuing new partnerships with federal funding partners, leveraging new opportunities from a high-profile year 11

12 5 Near-Term Communications Priorities (cont.) Deepening capacity, building UR staff» Search concluding this month for Media Relations Director» Graphic Designer, Staff Writer positions requested this year» New strategic plan for UR to be completed by June 2017 Creating new Integrated Strategic Marketing Communications Plan» New ISMC plan draft to be completed during by Dec. 2017» Refined through leadership/campus processes» Finalized in Spring 2018 for budgeting, implementation 12

Our North Star: Preeminence 2020 Goal 2, Strategy B promote nationally recognized faculty achievements in teaching research and public service.

13 Our North Star: Preeminence 2020 Goal 2, Strategy B promote nationally recognized faculty achievements in teaching research and public service. Goal 2, Strategy D Increase recognition of institutional quality and distinction among top research universities. Goal 4, Strategy G recognize the high-quality, interdisciplinary entrepreneurial endeavors of students, faculty, staff and administrators. 13

14 Questions?

15 Thank you!

Key Research Findings

Table of Contents Goals Target Audiences SWOT Analysis Marketing Strategies Paid Media Higher-Priced Markets Recruitment Events Publications Measuring Outcomes College Recommendations Key Research Findings